Head, Marketing - Celebrations Gifts & Cards - Lagos, Nigeria
(2024-05)
- Own marketing strategy and commercial performance across omnichannel and retail operations, growing store revenue by 35% and online transactions by 300%, with influencer activation contributing 30% of new customer acquisition within nine months.
- Develop and execute annual marketing plans, blending OOH, media buying, events, and a 25+ influencer network to strengthen premium brand positioning and brand TOMA.
- Translated consumer insights and brand objectives into campaign briefs and creative direction, aligning agency execution with target audience, messaging and campaign KPIs.
- Optimize marketing investment and media strategy across digital channels, raising ROAS 40% and conversion rate 22% through precision audience targeting and creative testing.
- Build executive performance dashboards tracking key growth metrics, collaborating closely with Sales, Finance, Procurement, and Regulatory partners to align C-suite leadership on commercial KPIs and reporting.
- Key Results: +300% Online Transactions | +35% Store Revenue | +40% ROAS | +22% Conversion Rate | 30% of Acquisitions via Influencer Activation
Marketing & Sales Manager (Concurrent Role) - Dang Lifestyle Limited - Africa, UK, North America & Europe
(2025-01 - 2025-08)
- Owned end-to-end route-to-market strategy and regional P&L accountability across the UK, US, Canada, Nigeria, Ghana and other African markets, growing the retail and distributor footprint by 110% through 30+ new outlet, pharmacy and stockist partnerships across On-Prem, Modern Trade and Open Market channels.
- Managed the commercialisation and market development of skincare, personal and home fragrance products, building distribution across pharmacies, specialist retailers, distributors and e-commerce channels.
- Designed the brand's global route-to-market and pricing framework across the UK, US and Africa, balancing distributor margins, local pricing and profitability to support expansion into new markets.
- Led adaptation of brand campaigns, product launches, experiential activations and packaging refreshes across international markets, aligning local activations with global brand strategy and ensuring cultural relevance and executional excellence.
- Managed agency and trade partner workflows, increasing stockist activation by 60% while sustaining average month-on-month retail revenue growth of 12%.
- Secured and led strategic sponsorships across Nigerian federal university pageants, building brand affinity and recruitment among younger target demographics.
- Key Results: +110% Retailer Network | +60% Stockist Activation | +12% MoM Revenue | 5+ International Markets
Digital Marketing Manager - Nigeria Distilleries Limited (Wine & Spirits) - Lagos, Nigeria
(2022 - 2024)
- Directed digital marketing communication across 9+ brands, aligning digital brand plans with brand and field sales to deliver 36% YoY volume growth.
- Led digital go-to-market for 3 new product development (NPD) launches and 6 product refreshes using paid media, creators, ambassadors, PR, and social including Korect Bitters Launch which generated ₦760M in primary sales within 3 months.
- Repositioned Seaman's Schnapps to recruit younger consumers, using consumer insight and social listening to reshape the brand narrative, then translating it through DVC-led campaigns, driving 76% growth in online engagement among younger consumers.
- Owned a ₦280M annual brand communications budget, allocating investment across paid social, search, video production, PR, and digital activation to maximize marketing ROI.
- Governed brand execution and communications in compliance with strict industry regulations and legal standards, ensuring full alignment across legal, regulatory, brand strategy, and external agency partners.
- Increased digital brand engagement by 150% across Meta, YouTube and Google through targeted video, social, display, search, creator and online media campaigns.
- Key Results: +36% YoY Portfolio Volume | +150% Digital Engagement | ₦760M in New Product Sales | +76% Younger Consumer Online Engagement
Senior Marketing & Brand Strategy Facilitator (Part-Time) - Piston & Fusion Business Academy - Lagos, Nigeria
(2021)
- Design and deliver executive masterclasses in brand strategy, digital marketing, and crisis communications, mentoring 500+ managers across 40+ cohorts with a 95%+ satisfaction rating.
Brand Manager - Olisa Agbakoba Legal - Lagos, Nigeria
(2021 - 2022)
- Designed and led firm-wide rebrand, including website and SEO campaign, pushing 85% of core practice pages to page one of Google.
- Launched a legal thought-leadership content series generating 1,000+ organic views within two months and secured award nominations through proactive media relations.
Marketing Team Lead - Wekrea8.com - Lagos, Nigeria
(2018 - 2021)
- Managed multi-channel digital performance campaigns for 15+ client accounts, improving lead-acquisition efficiency by approximately 30% through optimized paid media, email automation, and conversion-focused landing pages.
- Rebuilt client acquisition programs around virtual channels during COVID-19, delivering +75% client acquisition and +966% growth in virtual events managed.
- Grew community-management clientele 295% through data-led content strategy and paid amplification.
- Key Results: +75% Client Acquisition | +966% Virtual Events Growth | +295% Community Growth Clientele
Community Management Officer - Fanem Media (Branding & Communications Agency) - Lagos, Nigeria
(2016 - 2018)
- Built and managed online communities and engagement funnels, driving brand awareness and customer acquisition for agency clients across multiple industries.
